Mat_release

Mat release

Mat release

Add article description

A mat release (also called a matte release) is a type of advertorial article associated with public relations and advertising.[1]

The mat release is a short, feature story designed to appear like a newspaper article but, in reality, contains persuasive communication in promotion of a product or idea.[2] Mat releases are distributed gratis to smaller publications, such as community newspapers.[3] Newspapers which run mat releases often do so to augment "soft content" sections of their publications, or to fill "news holes" due to staff shortages.[4][5]

A mat release is different from a press release; the latter is a communications device targeted towards journalists.[1] Mat releases, by contrast, are designed to target the public directly.[1]

References

  1. [1]
    Broom, Glen (2012). Cutlip and Center's Effective Public Relations. Pearson PLC. pp. 187–188. ISBN 978-0132669153.
  2. [2]
    Carden, Ann (2010). Public Relations Writing Worktext: A Practical Guide for the Profession. Routledge. p. 210. ISBN 978-1135231576.
  3. [3]
    Schiavo, Renata (2011). Health Communication: From Theory to Practice. Wiley & Sons. p. 139. ISBN 978-1118040966.
  4. [4]
    Goldberg, Barbara. "How to Stay in Control of Your PR Message". allbusiness.com. allbusiness.com. Retrieved January 17, 2018.
  5. [5]
    Business Communication. PHI Learning. 2009. p. 135. ISBN 978-8120337299.


Stub icon

This advertising-related article is a stub. You can help Wikipedia by expanding it.
Share this article:

This article uses material from the Wikipedia article Mat_release, and is written by contributors. Text is available under a CC BY-SA 4.0 International License; additional terms may apply. Images, videos and audio are available under their respective licenses.